Dutch consumers increasingly buy beer abroad due to excise taxes

Dutch beer consumers are increasingly traveling across borders to purchase alcohol, driven by significant price differences caused by taxation. Research conducted by Circana for the industry organization Nederlandse Brouwers shows that beer sales in Dutch border regions are declining much more sharply than in the rest of the country.

Since the 2024 excise tax increase, sales near the German border have dropped nearly 5 percentage points more than in non-border regions, while the gap near the Belgian border is approximately 2 percentage points. This trend is particularly pronounced for residents living within 5 kilometers of the border.

The Dutch brewing industry faces growing pressure as the market shrinks overall. While the Netherlands plans further excise tax increases for 2027, Germany has exempted beer from such hikes. This price disparity encourages consumers to combine beer purchases with other groceries, toiletries, or fuel to offset travel costs, impacting Dutch retailers, breweries, and the hospitality sector.